In May 2013, Stone Ward held an invitation-only Digital Summit event to share digital trends, content strategy tips and information and idea starters for digital storytelling and for what technology can really do. This is the presentation from that Stone Ward Digital Swagger Summit.

1. digitalswagger
Communicate with confidence.

2. WELCOME

3. AN APPROACH TO
DIGITAL PLANNING

4. digitalswagger
• Emily Reeves, Director of Digital Innovation
YOUR DIGITAL STRATEGIST

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PRINCIPLES OF DIGITAL PLANNING

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PRINCIPLES OF DIGITAL PLANNING

7. • Listening and monitoring.
• Responding rapidly.
• Building a customized community.
• Providing education and information.
• Delivering customer service.
• Measuring and optimizing.
THE MANDATORIES
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8. • Leverage existing, consumer-facing channels.
• Use custom-branded sites.
• Issue challenges and competitions.
• Create a movement and a community.
• Use the power of mobile.
• Test and learn.
BEST PRACTICES
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9. HOW ARE YOU MEASURING?
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Reach Engagement Conversions
Visits
Content reach
Impressions
Page views
Visit duration
New “likes”
Post activity
Click-throughs
Contest entries
Newsletter sign-ups
Coupon downloads
Video views
Any activity that drives
movement to sale

10. CONTENT
STRATEGY

11. digitalswagger
• Emily Reeves, Director of Digital Innovation
• Debra Reid, Director of Media Services
• Heide Harrell, APR, Senior PR AE
• Katy Bartlett, Writer/Producer &
Post Production Manager
• Jillian Oyler, Community Manager
YOUR CONTENT CREATORS

12. • Twitter: @stoneward
• Hashtag: #swdigital
• Text: 501.837.1546 (Emily)
SEND US YOUR QUESTIONS
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13. Q&A

14. 15-minute Swagger Break

15. DIGITAL
STORYTELLING

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• Kyle Floyd, Director of Design/ACD
• Danny Koteras, ACD
YOUR CREATIVE LEADERS

17. Everyone loves a good story.

21. GET YOUR CONTENT READY TO GO
ANYWHERE
BECAUSE IT’S GOING TO GO
EVERYWHERE

22. RELAX, JUST BE YOURSELF

23. What makes
a good story...

24. ...a good
digital story?

25. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL

26. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL

31. Click here for more >

32. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL

34. = brand ambassador for life!

35. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL

37. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL

38. not impactful impactful

39. TELL YOUR STORY WITH:
Photos Videos Words
Infographics
Consumer
Content
Branded
Content

40. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
10% of all
photos taken by
humankind were
taken in the last
12 months.
70%of all
activity inside
social media
involves a photo

41. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Photos are not just decoration!
Use them:
• as navigation instead of buttons
• to humanize your brand
• to “show” instead of “tell”

42. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

43. Websites that contain video hold
a viewer’s attention more than
2 minutes longer than sites without.
Video in search results have a
41% higher click-through
rate than plain text results.
Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

44. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
People read 25% slower on a computer
screen than on paper.

45. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Best practices:
• Break text into chunks

46. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Best practices:
• Break text into chunks
• Know your device

47. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Best practices:
• Break text into chunks
• Know your device
• Bullets are better than paragraphs
See?

48. Best practices:
• Break text into chunks
• Know your device
• Bullets are better than paragraphs
• Use the words your target uses
Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

49. “Although I expect policy to follow the usual
gradualist pattern, the pace of tightening will
of necessity respond to evolving economic
conditions, particularly the strength of the
ongoing recovery in the labor market and
developments on the inflation front.”
Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

50. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

51. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

53. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Sperm Whales
The Voyage of the Pequod
The Ship The Crew The Route The Whale

54. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

55. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Ishmael @ishmael
Ahab just grabbed the last harpoon.
I’m REALLY having second thoughts
about taking this job.

56. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

57. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content

58. Photos
Videos
Words
Infographics
Consumer
Content
Branded
Content
Sponsored by The Voyage of the Pequod
Holy....Mackerel? Biggest
Mammals on Earth

59. Finis.

60. DREAM IT AND WE CAN
BUILD IT

61. digitalswagger
• Paul Suda, Director of Technology
• Emily Reeves, Director of Digital Innovation
YOUR DIGITAL LEADERS

62. • More than websites and social.
• API mash-ups.
• Content development.
• Two-way engagements and community.
• Data visualization.
• Mobile.
• Fun applications. Useful applications.
WHAT ARE DIGITAL COMMUNICATIONS?
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63. • Interactive pieces.
• Motion effects.
• Sophisticated graphics.
• Data visualization.
DATA
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64. INTERACTIVE PIECES
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65. MOTION EFFECTS & SOPHISTICATED GRAPHICS
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66. • Custom layers.
DATA: GOOGLE MAPS
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67. DATA VISUALIZATION
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68. • Location finders.
DATA: GOOGLE MAPS
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69. • Mobile apps.
• Social APIs.
• Creating mashups to take information from two
sources and present it in a more interesting
way.
FINDING & USING THE DATA
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70. FINDING & USING THE DATA
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71. FINDING & USING THE DATA
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72. FINDING & USING THE DATA
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73. FINDING & USING THE DATA
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74. • Use HTML5, CSS and Javascript.
• Looks like an app and works offline.
• Can be location-aware.
• Economical way to create a cross-platform app.
• Limitations: accelerometer & camera access.
MOBILE WEB APPS
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75. • Easy access via homescreen icon.
• Glossy brochure-like experience.
• Easy-to-navigate sign-up form.
• Ability to use online and offline.
MOBILE WEB APPS
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MOBILE WEB APPS

77. • App automatically detects when back online
and uploads information.
• Sign-ups funneled into database.
MOBILE WEB APPS
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78. • Anything is possible.
DREAM BIG
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79. Q&A

80. COCKTAIL
TIME!

81. Get your swagger on.